Art & Code
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Transcript of Art & Code
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Adnext2012 | jus/n spra3 | quirk
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A thought experiment:
Try and think of an ad campaign that could not be made better by digital
jus/n spra3 | quirk
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<video: rei animoto>
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So what does this
mean?
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The Valley Madison Avenue
meets
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Geek Creative
Faceoff
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Shit. That won’t work.
Will it?
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The truth is these two types of people are actually not that different
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Their shared psychographic: 1. Hacker (make-better) mentality
2. Strong desire to create stuff
3. Ability to think abstractly
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So what does this mean for clients?
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You will be seeing Developers and User Experience people at briefing sessions and pitches increasingly
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What does this mean for
Agencies?
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Creative Directors will grow out of the Developer and User Experience disciplines.
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You will, in time, employ
math majors and statisticians.
You will employ people with deep social sciences experience.
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In the US we are seeing
“Interactive Creative Directors”
Essentially people with developer or user interface design experience
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Oh. And your production complexity just increased by an order of magnitude.
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Collaboration Mind-Woodstock
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“The Minimum Viable Brief”
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Agile Production
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Letting data inspire a
creative brief
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Hackathons
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Iterating Creative “Always in Beta”
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“Most advertising is still oriented around a ‘launch and leave it’ As marketers get deeper into platform & app development, it’s important that our thinking shifts. We need to get things to market and learn faster. Do it cheaper, leaner, and more collaboratively. Find ways to operationalise hacking & experimentation”
Winston Binch, Chief Digital Officer at Deutsch LA Sits on the Google Creative Council
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Any sufficiently advanced technology is indistinguishable from magic
Arthur C. Clarke
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Thank you /fin.
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